Upload
edelmanstockholm
View
2.560
Download
1
Embed Size (px)
DESCRIPTION
Edelman Stockholm presenterar de svenska siffrorna från den globala förtroendeundersökningen Edelman Trust Barometer 2012 på Nationalmuseum den 26 januari.
Citation preview
1 © Edelman, 2012. All rights reserved.
#Trust2012SE
VILL DU KOMMENTERA, DISKUTERA, KRITISERA ELLER BRILJERA?
@lindawaxin @mentoredlund @edelmansthlm
@miknes @pergrankvist @axelanden
2 © Edelman, 2012. All rights reserved.
3 © Edelman, 2012. All rights reserved.
VARFÖR TRUST?
4 © Edelman, 2012. All rights reserved.
VAD ÄR TRUST?
REPUTATION … is an aggregate ”analysis” of past behavior
TRUST … is an expectation of future behavior based on past performance
5 © Edelman, 2012. All rights reserved.
2012 EDELMAN TRUST BAROMETER METOD
Tolfte årliga studien – genomfördes i slutet av
2011
Webbenkät i 25 länder
Över 30 000 respondenter
1 000 general population-respondenter i Sverige
I åldrarna 18 och uppåt
Oversample informed publics
200 respondenter i Sverige
Åldersgrupp 25-64
Höginkomsttagare (topp 25%)
Högskole-/universitetsexamen
Uppger att de konsumerar nyhetsmedia flera gånger i veckan och
följer debatten löpande
Indikerar global data
Indikerar svensk data
* This year Informed Publics were surveyed via online methodology instead of telephone
6 © Edelman, 2012. All rights reserved.
TRUSTERS
NEUTRAL
DISTRUSTERS
GLOBAL 51
Kina 76
UAE 68
Singapore 67
Indien 65
Indonesien 63
Mexiko 63
Holland 61
Kanada 58
Italien 56
Argentina 54
Australien 53
Brasilien 51
Sverige 49
USA 49
Sydkorea 44
Polen 44
Storbritannien 41
Irland 41
Frankrike 40
Tyskland 39
Spanien 37
Japan 34
Ryssland 32
GLOBAL 55
Brasilien 80
UAE 78
Indonesien 74
Kina 73
Holland 73
Mexiko 69
Singapore 67
Argentina 62
Indien 56
Italien 56
Kanada 55
Sydkorea 53
Sverige 52
Japan 51
Australien 51
Spanien 51
Frankrike 50
Polen 49
Tyskland 44
USA 42
Storbritannien 40
Ryssland 40
Irland 39
2012 2011 >
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries
EN TID AV SKEPSIS SVERIGE TILLHÖR NUMER GRUPPEN “DISTRUSTERS”
7 © Edelman, 2012. All rights reserved.
8 © Edelman, 2012. All rights reserved.
“I think Publics are asking for three things -
business competence (making money);
social imperatives (treating employees well;
being a force for good); and engagement
behaviors (transparency; frequent
communications).”
Robert Phillips,
CEO Edelman EMEA
9 © Edelman, 2012. All rights reserved.
2012 EDELMAN TRUST BAROMETER SVERIGE
NGO:er INTRESSEORGANISATIONER
11 © Edelman, 2012. All rights reserved.
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)
NGO:er ÖVER TIDEN UR ETT GLOBALT PERSPEKTIV
12 © Edelman, 2012. All rights reserved.
FÖRTROENDERAS FÖR SVENSKA NGO:er
13 © Edelman, 2012. All rights reserved.
42%
53% 55%
60%
53% 51%
56%
61%
72%
58%
70%
28%
41%
48% 51% 53% 54% 55%
58% 59% 60%
74%
Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
2011
2012
Sverige -12 %
NGO:er I EUROPA - BARA RYSSLAND HAR LÄGRE FÖRTROENDE
14 © Edelman, 2012. All rights reserved.
OFFENTLIG
SEKTOR
15 © Edelman, 2012. All rights reserved.
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)
FÖRTROENDE FÖR DEN OFFENTLIGA SEKTORN
16 © Edelman, 2012. All rights reserved.
52%
20%
33%
64%
43%
39% 42%
45%
75%
49%
43% 43%
35% 33%
62%
38%
26% 28%
31%
61%
31%
20%
Global Ireland Germany Sweden U.K. Russia Poland Italy Netherlands France SpainGlobalt Irland Tyskland Storbritannien Ryssland Polen Italien Holland Frankrike Spanien
Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
FÖRTROENDERAS FÖR OFFENTLIGA SEKTORN I EUROPA, SVERIGE STADIGT
2012
2011
Sverige
17 © Edelman, 2012. All rights reserved.
27%
51%
44%
48%
42%
50%
36%
23%
34% 34%
26%
46%
73% 69% 69%
66% 66% 65%
51%
47% 46%
40%
Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries
HUR MÅNGA LITAR INTE PÅ ATT LEDARE SÄGER SANNINGEN OAVSETT HUR KOMPLICERAD ELLER ILLA OMTYCKT DEN ÄR?
Företagsledare
Ledare inom regeringen
Globalt Italien Spanien Irland Storbritannien Frankrike Tyskland Ryssland Polen Holland Sverige
18 © Edelman, 2012. All rights reserved.
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries
REGLERING AV FÖRETAG I SVERIGE IDAG
13 36 % För mycket Inte tillräckligt
19 © Edelman, 2012. All rights reserved.
FÖRETAG OCH
TALESPERSONER
20 © Edelman, 2012. All rights reserved.
FÖRTROENDET FÖR FÖRETAG I SVERIGE OCH GLOBALT
21 © Edelman, 2012. All rights reserved.
Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Sweden; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Sweden (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
45% TRUST BUSINESS 1) High quality products or services
2) Treats employees well
3) Listens to customer needs and feedback
4) Takes actions to address issue or crisis
5) Has ethical business practices
6) Places customers ahead of profits
7) Works to protect/improve environment
8) Has transparent and open business
9) Communicates frequently and honestly
9) Addresses society's needs
9) Positively impacts the local community
12) Highly regarded, top leadership
13) Innovator of new products
13) Partners with third parties
15) Delivers consistent financial returns
16) Ranks on a global list
FÖRETAGEN IDAG - OCH VÄGEN FRAMÅT: VAD DRIVER FÖRTROENDE?
CURRENT TRUST BUILDING FUTURE TRUST
1) Listens to customer needs and feedback
2) Innovator of new products
3) Delivers consistent financial returns
Societal
Operational
22 © Edelman, 2012. All rights reserved.
2012 2011
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Sweden
+ 12
- 18
ÅRETS FÖRTROENDEVINNARE OCH FÖRLORARE BLAND SVERIGES BRANSCHER
- 9
23 © Edelman, 2012. All rights reserved.
29 31 % Energibranschen
i Japan
Energibranschen
i Sverige
24 © Edelman, 2012. All rights reserved.
TROVÄRDIGA TALESPERSONER I FÖRETAGEN
2012 2011
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Sweden
- 13
+ 24
+ 26
FÖRTROENDEGAPET VDn VS. MEDARBETAREN
- 9
25 © Edelman, 2012. All rights reserved.
TRUST IN INSTITUTIONS - SWEDEN
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in the European Union Region (excludes Russia)
FÖRTROENDE: FÖRETAGEN NÄRMAR SIG TÄTEN
NGOs
Business
Media
Government
2011 Informed Public
2012 Informed Public
2012 General Public
26 © Edelman, 2012. All rights reserved.
LÄKEMEDEL
27 © Edelman, 2012. All rights reserved.
2012 2011
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Sweden
TRUST IN INDUSTRIES – SWEDEN
+/- 0
LÄKEMEDEL STABILA ÖVER ÅREN
28 © Edelman, 2012. All rights reserved.
Sverige
Globalt
HÖGT FÖRTROENDE HOS HELA BEFOLKNINGEN FÖR LÄKEMEDELSBRANSCHEN
29 © Edelman, 2012. All rights reserved.
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in Sweden
… MEN ALLA LÄNDER ÄR INTE LIKA STABILA
30 © Edelman, 2012. All rights reserved.
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)
HÖGST FÖRTROENDE FÖR AKADEMIKER OCH EXPERTER SOM TALESPERSONER
70 70 % 2011 2012
31 © Edelman, 2012. All rights reserved.
FINANS
32 © Edelman, 2012. All rights reserved.
2012 2011
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Sweden
FORTSATT LÅGT FÖRTROENDE FÖR FINANSBRANSCHEN
- 4
-2
33 © Edelman, 2012. All rights reserved.
Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in Ireland, The Netherlands, Poland, Spain, Sweden and the UAE
2012
2011
-2 %
-3 %
LÄGRE FÖRTROENDE FÖR FINANSIELLA TJÄNSTER I SVERIGE
34 © Edelman, 2012. All rights reserved.
Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in Ireland, The Netherlands, Poland, Spain, Sweden and the UAE
Förtroende för banker
BANKER I USA & STORBRITANNIEN VISAR PÅ STORA ÅTERHÄMTNINGAR
35 © Edelman, 2012. All rights reserved.
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)
FÖRTROENDET SJUNKER FÖR FINANSANALYTIKER SOM TALESPERSONER
48 35 % 2011 2012
36 © Edelman, 2012. All rights reserved.
PER
GRANKVIST
37 © Edelman, 2012. All rights reserved.
MEDIA
38 © Edelman, 2012. All rights reserved.
2012 2011
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Sweden
+ 8
MEDIEBRANSCHEN NÅGOT ÖKAT FÖRTROENDE
39 © Edelman, 2012. All rights reserved.
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in the European Union Region (excludes Russia)
STABILT FÖRTROENDE FÖR MEDIA I ROLLEN SOM TREDJE STATSMAKT
NGO:er
Företag
Media
Offentliga
Sektorn
2011 Informed Public
2012 Informed Public
2012 General Public
40 © Edelman, 2012. All rights reserved.
… MEN FORTFARANDE LÅNGT KVAR FÖR ATT NÅ DET GLOBALA SNITTET
41 © Edelman, 2012. All rights reserved.
2011 Informed Public
2012 Informed Public
+ 21
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Sweden
TRADITIONELLA MEDIER STORVINNARE I ROLLEN SOM INFORMATIONSKÄLLA OM FÖRETAG
ONLINE MULTIPLE SOURCES
TRADITIONAL SOCIAL MEDIA CORPORATE
42 © Edelman, 2012. All rights reserved.
TOPPLISTAN:
INFORMATIONSKÄLLORNA MED HÖGST FÖRTROENDE
Förtroende 2012 (förtroende 2011)
Radio / radionyheter 60 % (33 %) +27
TV / TV-nyheter 56 % (28 %) +28
Dagstidningar & tidskrifter 42 % (28 %) +14
Företagskommunikation 25 % (19 %) +6
Nyheter/RSS-flöden 24 % (17 %) +7
Sökmotorer 22 % (22 %) +-0
Sociala nätverk ex Facebook 8 % (5 %) +3
Videosidor ex YouTube 7 % (8 %) -1
Företags- och produktreklam 6 % (5 %) +1
Bloggar 4 % (9 %) -5
Mikrobloggar ex Twitter 4 % (7 %) -3
43 © Edelman, 2012. All rights reserved.
VÄLUTINFORMERADE BETYDLIGT HÖGRE FÖRTROENDE FÖR MEDIER
Sverige
2012
2011
44 © Edelman, 2012. All rights reserved.
Tre till fem gånger
63% Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in Sweden
EN TID AV SKEPTISISM SKAPAR BEHOV AV REPETITION
45 © Edelman, 2012. All rights reserved.
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries
BUDSKAP BEHÖVER HÖRAS…
6 76 % En gång Tre gånger
eller fler
46 © Edelman, 2012. All rights reserved.